AGING POPULATION CONTRIBUTES TO DECLINE IN CANADIAN BEER DRINKING

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As Canada’s population ages, the habits and preferences of seniors are contributing to a shift in the beverage landscape and, as a result, the demand for beer is evolving. New research from Mintel reveals that Canadians are drinking less beer than they used to, with volume consumption per capita declining eight percent in the last five years from 83.4 litres in 2011 to 76.9 litres in 2016. Despite the decline, beer still remains Canada’s most popular alcoholic beverage, contributing to around 80 per cent of alcohol consumption across the nation.

“While beer remains far and away the most popular alcoholic beverage in Canada, the ground is shifting,” said Joel Gregoire, Senior Food and Drink Analyst at Mintel. Canada’s population is aging and one of the key distinctions is that the drop off in beer consumption among seniors primarily occurs among women. As such, developing tactics that support a strategy of providing more palatable beer options, such as socialization with hints at flavour exploration, for women in this advanced age range can support a larger goal of stemming potential declines.”

A bright spot for the category, craft beers are gaining traction with Canadian consumers. Around 60 per cent of Canadians say they typically drink craft beers. What’s more, 27 per cent of beer drinkers agree that craft beer offers better quality than mainstream beers, with some 24 percent also agreeing that it is worth paying more for craft beer than mainstream beers.